Power  of  One-­‐to-­‐Many  Empowering  your  Employees  to  be    Brand  Ambassadors  

Michelle  Rife  BrightEdge,  Sr.  Director  Global  Talent  AcquisiEon  

Agenda  •  IntroducEon    •  Power  in  Numbers  •  GeHng  Started  •  Do’s  and  Don’ts  –  Best  PracEces  •  Referrals  and  Employment  Brand  •  Looking  Ahead  •  Q  &  A  

INTRODUCTION  

“  Recrui)ng  usually  requires  more    than  you  alone  can  do,    

so  I've  found  that  collabora)ve  recrui)ng    and  having  a  culture    

that  recruits  the  A  players    is  the  best  way.  “  

 Steve  Jobs  

     

Michelle  Rife  •  20  +  years  in  Talent  AcquisiEon  •  Specialty:    pre-­‐IPO,  growth  companies  •  1  IPO  ;  2  AcquisiEons  •  Building  Global  Companies  /  Global  Teams  

•  Leader  in  SEO  and  Content  Performance  MarkeEng    •  Company  Founded  2007    •  Came  out  of  Stealth  Mode  June  2010  •  Top  VC  Investors  -­‐  $70+  MM  in  funding  •  300  Global  Employees  2015  •  8,500  Brands  /  1,000  Customers  2015  •  Unique  Corporate  Partnerships    

Quick  Facts  -­‐  

:  

QuesEon    -­‐  

Employee  Referrals  are  your  best  RecruiEng  Tool  –  are  you  

leveraging  them  today?  How  are  you  doing?  

POWER  IN  NUMBERS  

By  the  Numbers  ApplicaEons  by  Source  *   Hires  by  Source  *  

*  Source:  Jobvite  Index  2014  

Employee  Networks  

Employee  Networks  -­‐  Size  Magers    10,000  

Employees  =  4,000,000  Contacts  

1,000  Employees  =  400,000  Contacts  

100  Employees  =  

40,000  Contacts  

According  to  LinkedIn:  The  average  employee  has  over  400  contacts  across  their  professional  and  social  networks  

Power  of  “one”    

1  Recruiters  

100  employees  

40,400  potenEal  candidates  

“Employees  hired  through  Employee  Referrals  are  hired  55%  faster  than  those  who  came  through  a  career  site.”  

   Jobvite  Brand  Index  2014  

   

What  Employers  are  Saying  

 67%    

51%    

70%    

20%  or  1  in  5      

88  %    

0  

10  

20  

30  

40  

50  

60  

70  

80  

90  

100  

Less  Time  to  Hire   Less  Expensive  to  Hire   Beger  Cultural  Fit   Hire  RaEo  /  Yield     Beger  Quality  of  Hire  

Employee  Referrals    

Employee  Referrals    

*  Source:  Jobvite  

BrightEdge  –  By  the  Numbers  •  #  of  Employees  Referrals  hired  2014:  

Ø   16    (10%  of  all  hires)  •  #  of  Employee  Referrals  hires  to  date  2015:  

Ø   20    (40%  of  all  hires)  •  How  did  that  Happen?  …..    

We  embraced  the  following  Best  PracSces    

GETTING  STARTED  

“Successful  Employee  Referral  Programs  must  be  strategized  and  socialized  like  any  new  iniEaEve  before  launching    

to  ensure  your  messaging  is    properly  aligned  with  your  overall    

Employment  Strategy.”  

Employee  Referrals:  Policy  vs.  Program  Policy  •  Who  is  eligible  •  What  is  earned  •  How  much  is  paid    •  When  it  is  paid    •  What  are  the  rules  

Program  •  What  are  the  Goals  •  How  you  Measure  Success  

•  How  you  Follow  up    •  How  you  Communicate  •  Tools  you  use  

Employee  Referrals:  StarEng  Point  •  Most  referrals  are  acEvated  when  a  candidate  reaches  out  to  the  Employee  

•  It  is  seldom  the  Employee  who  triggers  the  referral  process  through  their  own  networks  

•  If  you  can  revert  the  typical  referral  process  and  fuse  Social  Media,  you  will  have  an    

     Army  of  Employees  acEng  as  Mini-­‐Recruiters  

Goal: Make everyone a Recruiter  

Referral  vs.  RecommendaEon  •  Referral  =  any  name,  contact  info,  profile    •  RecommendaSon  =  someone  the  Employee  knows  and  believes  is  a  great  culture  fit  for  the  company  

•  Does  it  maYer?  – Not  really,  both  can  result  in  a  great  hire      – But,  preference  is  to  the  recommendaEon  

DO’S  AND  DON’TS  

CommunicaEon  is  Key    •  One  of  the  reasons  Employees  don’t  oren  refer  their  talented  friends  is  because  the  company  isn’t  communicaSng  the  importance  of  the  Employee  Referral  Program  

•  In  fact,  studies  show  60%  of  Employees  expressed  willingness  to  parEcipate  in  an  Employee  Referral  Program*  

•  However,  only  23%    actually  do  so,  because  their  company  doesn’t  acEvely  promote  the  program*  

*  HR  Magazine  ArEcle    

Basic  Rules  of  Engagement  -­‐  #1  There  are  certain  rules  you  need  to  follow  to  ensure  everyone  gets  on  board  and  stays  there:  Ge\ng  Started:  •  DO:  Get  new  hires  involved  right  away    •  DO:  Meet  1:1  with  Employees  to  show  they  mager  to  go  over  their  

networks  •  DON’T:    Make  it  complicated,  keep  it  simple,  without  too  many  

rules  •  DO:    Make  it  easy  to  submit  Referrals  •  DO:  Encouraging  everyone’s  parEcipaEon  •  DON’T:  Require  parEcipaEon  •  DO:  Include  everyone,  in  the  ERP  eligibility,  regardless  of  posiEon  

(Manager  level  &  below)  

Basic  Rules  of  Engagement  -­‐  #2  A]er  the  Launch:  •  DO:  Provide  feedback  on  all  Referrals,  whether  successful  

or  not  •  DO:  Publicly  recognizing  those  Employees  who  provide  

successful  Referrals  –    do  it  regularly  and  enthusias)cally!  •  DO:  Promptly  pay,  if  financial  incenEves  are  involved  •  DON’T:  Get  discouraged  if  it  takes  Eme  to  get  going  •  DO:  Keep  reinforcing  with  Execs,  Manager  and  Employees  •  DO:  Leverage  Social  Media  •  DO:  Make  it  FUN!!!  

 

Leverage  the  Tools  you  Have  •  Jobvite  Publisher  -­‐    Every  Employee      •  Company  LinkedIn,  Facebook,  Twiger  •  Company  Website  -­‐    Make  it  easy  to  apply  •  Email  /  Inmail  Campaigns  -­‐  Promote  Referrals  •  Internal  Teams  &  Recruiters  -­‐    A  players  know  other  A  players  

•  Management  Team  Support  

Always  Remember  

When  Employees  allow  you  to  tap  into  their    Social  Networks,  they  are    

trusSng  you    with  one  of  their  most  valuable  assets  –    

their  reputa)on…  guard  and  respect  it    

as  you  would  your  own  

REFERRALS  AND  EMPLOYMENT  BRAND  

Exposing  your  brand,  through  Employees,    to  their  networks,  

 is  the  Holy  Grail  of  recruitment  

Leverage  Employee’s  Social  Media  to    Promote  the  Brand    

Brand  Ambassadors    Social  Media  plays  a  huge  role  in  launching  

a  successful    Employee  Referral  Program  

by  transforming  your  workforce  into      “Employer  Brand  Ambassadors”,    throughout  the  Social  World,  

reaching  their  relevant  contacts    and  the  Passive  Talent  Market  

Promote  the  Brand    •  Having  your  brand  talked  about  on  Social  Media  is  every  company’s  

dream  •  Even  if  your  Employees  fail  to  bring  in  any  qualified  leads,  they  are  

sEll  spreading  your  Employer  Brand  –  This  is  GOOD!  •  Encourage  Employees  to  regularly  publish  Company  Updates,  

News,  Blogs  etc.    to  LinkedIn,  Facebook  and  Twiger  to  get  the  conversaEon  started    

•  If  your  Employees  are  commiged  to  the  program,  they  will:  –  be  acEvely  trying  to  sell  your  company  as  an  Employer  of  Choice    –  because  they  are  on  the  inside,  speaking  from  experience,  they  are  

more  likely  to  be  taken  seriously  vs.  any  recruitment  messages  you  produce  yourself  

LOOKING  AHEAD    

Employee  Referrals  =  RetenEon  

Referrals  =  Cultural  Fit    

Referrals  =  ROI  &  Low  Cost  per  Hire  •   88%  of  Employers  rate  Employee  Referrals  above  all  other  sources  for  generaSng  the  best  return  on  investment  *  

•  Average  Cost  per  Hire:  – Employee  Referral  Hire  =  $3,000  –  $5,000  per  hire  –   Agency  Hire  =  20%  -­‐  25%  (average  fee)  or    

 $20,000  -­‐  $25,000  (based  on  base  salary  of  $100,000)    

*Source:  Jobvite  

Referrals  =  Increased  Length  of  Employment  

*Source:  Jobvite  

Key  Benefits  of  Employee  Referrals  Employee  Referrals  can  benefit  the  organizaSon  by:  

Ø Reducing  Time  to  Fill:  Shortened  by  10+  days  Ø Reducing  Hiring  Costs:  vs.  other  methods  Ø  Increased  longevity  of  Hire:  47%  of  referrals  stay  3+  years  more  vs.  only  14%  of  those  hired  from  Job  Boards  

Ø Strengthening  Company  Culture:  Referrals  are  beger  cultural  matches  

Ø Building  Employer  Brand  and  Credibility:  More  exposure  to  Social  Media    

Ø Ge\ng  Employees  more  Engaged:  Improved  RetenEon  &  Commitment  

 

UlSmately  achieving  Company  Goals  and  Scaling  the  Business    

Key  Things  to  Remember  •  The  Social  Network  belongs  to  the  Employee  -­‐    not  the  company  

–  Be  respecwul  if  someone  does  not  want  to  parEcipate  •  Not  all  Referrals  will  be  qualified  

–  Regardless,  speak  with  them  •  Encourage  “A”  players  to  reach  out  to  their  Network  First    

–  “A”  players  know  other  “A”  players  •  Not  all  ConnecSons  are  “close”  ConnecSons  

–  Recruiters  may  have  to  do  the  “heavy  liring”  to  connect  and  qualify  •  Try  and  gain  as  much  info  about  the  Referral  up  front  

–  Helps  to  pre-­‐qualify  •  Candidate  Experience  for  Referrals  is  even  more  criScal  

–  Treat  them  with  respect  and  Emely  follow  up    Be  Transparent  and  Communicate  with  Employees    

throughout  the  process    

 

Finally…  

Celebrate  Employees    who  Refer  Candidates!  

Your Name Here Company Name Here, Position Title Here Email Here

THANK  YOU!  

Contact  InformaSon:  Michelle  Rife  Sr.  Director  Global  Talent  AcquisiSon  BrightEdge  mrife@brightedge.com